Mj Bear Dwell on branding april 29
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This document discusses how dwell time, or the amount of time spent actively engaging with an online ad, can impact brands. It finds that ads with higher dwell times are 25x more likely to engage users than ads that are just clicked. Higher dwell times also correlate with increased search behavior, traffic to a brand's website, and online engagement. This suggests that online ads which encourage longer active viewing have stronger effects on brands than clickthrough rates alone. Dwell time is presented as a better metric than clickthroughs for measuring and comparing the impact of online advertising on a brand.
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Dwell on branding with notes
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Similar to Mj Bear Dwell on branding april 29 (20)
Evolving Beyond Analytics - Getting To Meaningful Measurement
Evolving Beyond Analytics - Getting To Meaningful Measurement
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Applying technology to jumpstart your sales v092311
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Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...
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eMarketer breakfast - Digital Impact: Two Secrets to Online Marketing Success
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3 steps and 7 Ways to Increase Website Conversions and Sales
Mj Bear Dwell on branding april 29
- 1. DWELL ON BRANDING MJ Bear MSN Executive Producer CEE and MEA April 29, 2010
- 2. You dream it… How can I know which online ideas will work best? What impact does online creativity have on brand?
- 3. We deliver it… Proof that online engagement leads to increased brand effects
- 4. How should I compare these two ads?
- 7. Clickthroughs only tell part of the story
- 8. With online we can go much further
- 9. We can measure active engagement with an ad
- 10. Dwell rate = Ratespent actively engaging time Time of engagement x = Source: Eyeblaster
- 11. Engaged but not clicking 25x more likely to spend time than click Source: Eyeblaster
- 12. Average Dwell time Source: Eyeblaster
- 13. And how does Dwell affect…
- 14. What we did Source: Eyeblaster
- 15. 4.6 = Average Dwell Source: Eyeblaster
- 16. What we did Source: Eyeblaster
- 17. What we did Matching groups by gender… Source: comScore
- 18. What we did …age, income, region… Source: comScore
- 19. What we did …online and search behaviour, and connection speed. Source: comScore
- 20. What we did Source: comScore
- 21. What we found More Dwell = Source: comScore
- 22. What we found More Dwell, More Search Source: comScore
- 23. What we found More Dwell, More Search Source: comScore
- 24. What we found More Dwell = Source: comScore
- 25. What we found More Dwell, More Traffic Source: comScore
- 26. What we found More Dwell = Source: comScore
- 27. What we found More Dwell, More brand engagement Source: comScore
- 28. What we found Source: comScore
- 33. More Dwell, More Search Source: comScore
- 34. More Dwell, More sites visits Source: comScore Source: comScore
- 36. We deliver it… Online - More Search More Traffic Proof that online engagement More Engagement leads to increased brand effects Offline - Awareness Favourability Purchase Intent
- 37. THANK YOU Q&A More on Dwell On Branding: advertising.microsoft.com/europe/dwell-on-brandingg More on Measurement: advertising.microsoft.com/europe/being-greater-with-data